The Brand Extension Strategy: An Analysis
Shubha Agarwal1, Govind Narain Bajpai2
1Dr. Shubha Agarwal, Assoc. Prof., Department of Management, Seth Sriniwas Agarwal Institute of Management, Kanpur, Uttar Pradesh, India.
2Govind Narain Bajpai, Asst. Prof., Department of Management, Seth Sriniwas Agarwal Institute of Management, Kanpur, Uttar Pradesh, India.
Manuscript received on April 15, 2015. | Revised Manuscript received on April 28, 2015. | Manuscript published on March 05, 2015. | PP: 121-122 | Volume-5, Issue-2, May 2015. | Retrieval Number: B2622055215 /2015©BEIESP
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©The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/
Abstract: Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding.
Keywords: Top management priority, most valuable intangible assets, branding area, brand positioning, brand integration, brand equity measurement, brand growth.